MxMIndia

Tag: Quadrant Communications

  • It is possible that Digital inIndiamay follow the West and completely overtake traditional media. It is also possible that like Retail inIndia, it may never take off beyond a limited scope, says Rajan Narayan

    The Anchor: Rajan Narayan on 5 reasons why ‘Digital’ isn’t the only way forward

    By Rajan Narayan

     

    1. Data says so

    Yes, digital advertising is growing rapidly at 28 per cent but then its base is small at Rs7.7 bn and surprisingly despite print and TV being more than 13 times the size of digital advertising, both are clipping at 14 per cent growth rates with Radio matching digital advertising in size and growth. The traditional media will still account for more than 75 per cent of the industry in 2015. (Source: The PWC report on India Entertainment and Media 2011)

     

    2. TV and print still reaches out to many more people than digital

    TV/Print/Radio reach 57/20/18 per cent of India’s total population. Internet is at just 3 per cent. Even in urban India penetration for TV/P/R/I is loaded against digital at 82/36/22/9 per cent. (Source IRS 2011 Q4)

     

    3. Every medium plays a unique role that is irreplaceable

    Try reading from a laptop on your hammock, or keep your family glued for 3 hours around your tablet. And we won’t discuss what to read in the loo here. Got the picture? Our habits are so deeply entrenched within us that changing it would mean re-ordering the entire process. Much easier to stick to the habit. Digital is creating new habits but not at the cost of others. Digital is very personal: It’s you and your pc/tablet/laptop/phone connected to the world. By that very reason the sender is made physically lonely. On the other hand, a theatre or your TV is media that bring the world to you and your dear ones to share simultaneously. Here your happiness is multiplied by the shared joy of your close ones. A sensation digital can never replicate.

     

    4. People consume digital differently from other media

    The big plus about digital is its interactivity. It’s the place where you put out your ideas and share things. But where do you get the stuff in the first place? From other media! The songs you like you first hear over the radio, the films you watch on the big screen, the game and contest you follow on TV. You then download or share this on the digital platform. So there are these two roles of media: one that gives you the information and another where you put out what you like. Put in which will remain largely traditional and put out media which is and will largely be digital.

     

    5. The idea of the brand is what people connect with; the medium is created to serve this end

    The start of the American War of Independence was spread to hundreds of thousands of people in the course of one single night. The medium? Word of mouth. The medium had nothing to do with the speed at which the message spread. It was the message itself that was galvanizing enough to get people to ride and walk hundreds of kilometres to spread it. The message was Liberty. WOM is still what sells iphones and ipads in a single night!  Never confuse the medium for the message. ‘Let’s do a viral!’ is the wrong way to begin digital activity. Choose digital if it is the most cost efficient or most penetrating of media among your consumers. Keep in mind that no medium can help a weak message.

     

    These views have a current context and a three-year horizon. It is possible that Digital in India may follow the West and completely overtake traditional media. It is also possible that like Retail inIndia, it may never take off beyond a limited scope. Or India may yet surprise us by evolving an entire new method of consuming media unlike anything the World has seen. Wait for the magic to unfold.

     

    Rajan Narayan is President, Quadrant Communications

     

  • The new TVC for Tiger Balm shows how the product is a household name worldwide

    Quadrant creates Tiger Balm’s new TVC

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=gA4LTXqDMos[/youtube]

    By Shubhangi Mehta

     

    The latest Tiger Balm campaign created by Quadrant Communications portrays that Tiger Balm is so popular that most people across the world recall the balm brand and not the animal. The setting of a language class has been used to accentuate this. It’s a 30-second commercial in Hindi, Kannada, Tamil, Telugu and Marathi.

     

    The Indian balm market is dominated by heritage brands like Zandu and Amrutanjan. Tiger Balm too enjoys good brand recall in minds of the consumers, however it is more back of mind memory than top of mind memory. The brand has been away from media hence the motive of the campaign is to let the consumers recall the brand.

     

    On the TVC, Rajan Narayan, President, Quadrant Communications said, “During the researches conducted, following things clearly came across, Strong awareness of Tiger Balm as an international brand association of Tiger Balm as a strong balm, its unique packaging and logo. Recent communication by competitors within the category had not communicated anything new to grow the category. The fallout are new formats like gels and creams eating into the balm market share. Hence we devised this campaign which can be regarded as clutter breaking due to its approach”.

     

    The strategy was to leverage the fact that Tiger Balm is the trusted pain relieving balm in most countries across the world.

     

  • Having worked on both sides, client and agency, Aniruddha Oka is in the perfect position to give us his point of view.

    The Anchor: 7 ways of building a successful agency-client relationship

    By Aniruddha Oka

     

    #1 Like any business relationship, a successful agency-client relationship stands on the basic pillars of involvement, trust, mutual respect, empathy, freedom and space.

     

    #2 Firstly, for a relationship to be successful it has to be a win-win situation in the long run. And it’s here that the empathy becomes an important factor where one needs to see from other’s window, of course without detriment to one self.

     

    #3 A successful relationship can be built on trust, integrity and an egalitarian platform where both the parties respect and acknowledge the need for each other. This is built only over time, and one needs to invest that.

     

    #4 Getting to know the client’s brands/products/services as much as he/she does, if not better, is essential. Specifically so for industrial/techno products. Get to know their clients and customers, because a different perspective and POV is what clients seek and respect their agency for. And without a deep understanding of client’s customers, an agency cannot provide one. Similarly, getting to know the agency key people as ‘people’ is critical for understanding their unique strengths to harness.

     

    #5 Respect each other’s capabilities and give freedom/space/time to do their best in what they are best at. Understand and appreciate that clients have their internal clients too, and so does the agency.

     

    #6 Be truthful, honest and frank while giving advice, since it helps both, clients and agency, in the long run. I’d rather be remembered for a piece of advice that’s not liked, than one that was not right but just pleased someone.

     

    #7 Meet off-line in a deliberate and planned way to give and take feedback. Encouragement works wonders and does not cost much, but surely goes far beyond.

     

    Aniruddha Oka is Chief Operating Officer, Quadrant Communications.

     

  • In a multi-agency pitch, EMGEE Group has provided Quadrant Communications with the creative mandates for their property in Goa called Anantham.

    Emgee group gives Quadrant creative mandates

    By Shubhangi Mehta

     

    In a multi-agency pitch, EMGEE Group has provided Quadrant Communications with the creative mandates for their property in Goa called Anantham.

     

    The account size is estimated to be around Rs 15 crore. Though no confirmation could be attained from the agency, industry sources close to the development have confirmed the news to MxM India.

     

    Poised for scaling greater heights in India and abroad, the EMGEE Group, with its solid financial roots and invaluable experience spanning 25 years, is spearheading the dreams of millions. The Group has raised the bar for quality construction, through modern homes strapped with luxury, astutely laid out commercial complexes and self-contained townships in vantage locations.

  • Tiger Balm has provided its creative mandates to Quadrant Communications.

    Quadrant appliesTiger Balm, bags creative biz

    By Shubhangi Mehta

    The creative mandates for Tiger Balm have been won by Quadrant Communications, industry sources close to the development have confirmed the news to MxM India.

    The account size is estimated to be Rs 10 crore. This is the first time that Tiger Balm has appointed an agency to handle their creative mandates.

    Tiger Balm competes with the likes of Zandu Balm and Amrutanjan. Jagdish Saxena, chairman, Elder Group introduced the balm over 20 years ago. It initially imported the product from Singapore. Later on, Elder manufactured Tiger Balm Red and White at their Ponta Sahib factory in Himachal Pradesh.

    It may be noted that in July this year,BSE-listed Elder Healthcare, which was the exclusive marketer of Tiger Balm in India, parted ways with its long-term partner, Singapore-based Haw Par Healthcare .

    Quadrant Communications Ltd is a full-service advertising agency, providing clients with 360-degree marketing communications solutions.

  • Mahindra First Choice awards its creative duties to Leo Burnett India.

    Leo Burnett wins Mahindra creative mandates

    By A Correspondent

    Mahindra First Choice will now be working with Leo Burnett India as their creative agency.

    The incumbent on the business was Quadrant Communications.

    Though there was no official confirmation at the time of writing, agency sources close to the development have confirmed the news to MxM India.

    Mahindra First Choice Wheels Ltd is India’s largest multi-brand pre-owned car company which believes in selling high quality used cars to its customers with hassle-free documentation and car transfers.

    Founded in Chicago in 1935 with eight employees and three clients, Leo Burnett Worldwide, Inc. today operates a global network of over 200 operating units including a variety of specialty marketing services and 94 full-service advertising agencies in 83 countries. Leo Burnett helps build many of the world’s most valuable brands and successful marketers, including McDonald’s, Disney, Procter & Gamble, Marlboro, Kellogg, Samsung and Nintendo.